Joy MontgomeryA fashion ode to the glamour of the sixties
Light-catching crystals, bright colors and nostalgia in the most glamorous form possible — Swarovski’s spring-summer 2025 campaign celebrates 130 years of existence in a style that looks both backwards and forwards.
Behind the lens is the famous photography duo Mert and Marcus, who reinterpret the Swarovski world through the prism of high fashion and pop culture. The shots exude a dynamic energy: shades of pink, purple and green dominate the crystals that look like candy, while lavender-toned hair further emphasizes the wit and unpredictability of this visual world.
The campaign delivers more than just aesthetics—it showcases transformation through jewelry. The collection consists of sculptural earrings, prismatic necklaces and candy-inspired pieces, where playfulness intertwines with precision. The result is a look that balances between fashionable elegance and playful eccentricity, creating a new vision of luxury: one that is sassy, modern and striking.
At the heart of this fashion story is the idea of change—the metamorphosis of not only the jewelry, but also the person who wears it. In this spirit, Swarovski presents jewelry as a means of expression, but also of inner empowerment. Each crystal is more than a decoration—it becomes a spark of identity, a part of a personal story.
The new collection brings an emotional charge that goes beyond the season. In an era where fashion increasingly flirts with nostalgia and pop culture dictates the rhythm of visual trends, crystals become a key accent—a moment of brilliance that not only illuminates the face, but also shapes the mood.
Associated Press
Johanna Liander
Sophie Rosemont
Alexis Parker